Direct mail marketing, done well, can be the bread and butter of an automotive dealership’s outbound marketing campaigns, yet young consumers are increasingly distrustful of direct mail messaging. Although consumer skepticism can drive down the response rates of pushy, gimmicky direct mail messaging, that same healthy skepticism can boost conversion
Last month, we discussed Budweiser’s Super Bowl ad, “Brewed the Hard Way,” and how you can turn a “marketing mistake” into a sales boom in your dealership by applying tips and tricks from mass marketing to your own business. To recap, Budweiser’s ad stood out and caused controversy because it
Two recent auto industry reports offer valuable insight into evolving dealer-consumer dynamics. These reports, created from research by the consulting companies Capgemini and McKinsey & Co., can help dealers prepare for this relational change. In the reports, Capgemini and McKinsey suggest that dealers must embrace this change to remain successful.
Perhaps you’ve just returned from the 2015 NADA Convention, and feel you didn’t accomplish enough or meet your business objectives while attending the show. It’s a significant investment of time and money to attend trade shows, so you need to have a strategy to make the most of them. Here
I was driving through Alabama this past summer on the way to the Redneck Riviera for our annual family beach vacation. As I drove down I-65 listening to the radio, every city I passed through had one thing in common—TrueCar radio commercials. Huntsville, Birmingham, Montgomery, Enterprise. In every city, on
Dealers have always used data to improve results, even if only pencil entries in the desk log or names in a Rolodex. Thankfully, the computer has made capturing and organizing data much more practical and useful. For example, a dealer using data mining can quickly extract insightful detail from customer
Over the past 30 years I’ve witnessed many changes in the car business; from the surge of Japanese automakers in the 80s to the shift to SUVs and trucks in the 90s, and recently the rise of hybrids and new technology. But the most significant change to the car business
There used to be a time, not so very long ago, when the ad plan for the typical dealership involved taking a phone call and answering the all important question…What do we want to put in the paper this week? The days when you could get away with just being
Every year, as the winter months approach dealerships cut back. It’s a major problem in the automotive industry—dealerships winterize their businesses by hibernating, by giving up at the end of the year. They seem to think that the best approach to the slow months is just to withdraw—to cut back.